UPDATE: US: Coke pins hopes on inclusive ad campaign

By | 31 March 2006

Coca-Cola Co. believes its strategy of involving employees from across the globe in its latest marketing drive will result in a "more relevant" campaign for consumers.

The US soft drinks is to make a fresh attempt to recapture the success of its famous ad campaigns of yesteryear with the launch of 'The Coke Side of Life' in the US.

The TV spots begin airing in the US this weekend with outdoor and print ads appearing across the country at the same time. The campaign, created by ad agency Wieden+Kennedy, will hit markets outside the US throughout the summer.

A Coke spokesman in Atlanta told just-drinks today (31 March) that the new campaign, unlike some of its predecessors, was not the result of centralised decision-making in Atlanta, nor did it reflect the "dozens" of local campaigns that the company had run in the past.

"We created what we called 'centres of excellence' where Coca-Cola employees from all over the world were invited to form a real consensus on the campaign. We feel it will be more relevant to more cultures around the world."

The spokesman said that Coke had run an "interim campaign" in North America during the first three months of the year based around "the core idea" of the new campaign but without using 'The Coke Side of Life' tagline.

"The response we got from consumers was some of the best of the responses we've had in many years."

He added: "If things go well for brand Coca-Cola, there is a halo effect on the whole Coke trademark, including Diet Coke, Coca-Cola Light, Coca-Cola Zero - it's important to the get brand Coca-Cola message right."

The spokesman declined to reveal recent sales figures for the regular Coca-Cola brand but said that in 2005 sales for the Coca-Cola trademark portfolio were up 2%.

He also refused to reveal how much Coke had spent on the campaign but said the effort represented "a significant media buy in North America".

Coke plans to begin rolling out the campaign on a global basis after the end of the football World Cup in Germany on 9 July.

Sectors: Soft drinks, Water

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UPDATE: US: Coke pins hopes on inclusive ad campaign

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